1 year (or 2 years with Professional Practice)
Applicants would normally be expected to have a minimum 2:2 honors degree in marketing, business or management or accredited prior learning (APL) with marketing experience also considered.
Subject to Validation
Victoria Ellis-Vowles - Programme Leader
Victoria Ellis-Vowles subject specialisms include digital marketing, digital communications, services marketing, gender, music business, and female entrepreneurship. In 2014, she joined the work-based distance learning team that delivers business and management degrees to working professionals across the globe.School Staff List Make an Enquiry
From websites and emails to blogs and social media, digital marketing has transformed the world of advertising and communications. The MSc Digital Marketing programme at Lincoln is designed for graduates wanting to practice in this increasingly important field of marketing and gain a strategic understanding of its place within the wider marketing function.
The course aims to empower students to be critical thinkers in the global world of digital marketing in order to lead and develop industry practices and processes in responsible and strategically mindful ways.
Following a practice-driven-theory approach, the MSc Digital Marketing programme emphasises the practical application of theory and the development of key digital marketing, leadership, management, and entrepreneurial skills.
This programme is available for both a September and February start.
The course is offered with two separate pathways. Students can either complete one year of study or undertake a two-year course where one year is spent in Professional Practice to gain hands-on experience through a paid placement. Students will be responsible for sourcing their own paid placements but will be supported by dedicated employability specialists. Please note: the Professional Practice pathway is only available for a September start.
Students are provided with a ‘road map’ for developing a strategic approach to each specialist subject within the field of digital marketing. Module study will follow a common structure to emphasise the relationship between theory and practice. Where possible, industry professionals will form an essential part of the delivery of the programme through the Digital Marketing Professional Skills Workshops.
All learning activities and outcomes recognise the importance of transferrable digital skills through a constructivist approach. All learning materials are accessible via an up-to-date virtual learning platform that provides flexibility and a community of practice.
Students will study the following core modules:
This programme is available for both a September and February start.
This course is available with a Professional Practice pathway. This two-year version of the degree provides the opportunity to undertake a period of professional practice at the end of the first year to gain hands-on experience through a paid placement. Students will be responsible for sourcing their own paid placements but will be supported by dedicated employability specialists. Students who are accepted onto the Professional Practice programme will attend a consultation with a Programme Leader and Placement Coordinator early in their first term to discuss timelines, processes, and requirements.
The Professional Practice year is not assessed. However, students will be required to present a placement project linked to their experience.
There are no tuition fees for the Professional Practice year, but students will need to cover their own travel, accommodation, and general living costs.
Contact Hours and Independent Study
Each module typically consists of three weekly teaching hours over a teaching term. Four modules are usually studied per term, equating to 12 hours per week. Hours of study may vary from term to term and can be spread throughout the week.
Postgraduate level study involves a significant proportion of independent study, exploring the material covered in lectures and seminars. As a general guide, for every hour spent in class, students are expected to spend four to five hours in independent study. For more detailed information please contact the Programme Leader.>
We want you to have all the information you need to make an informed decision on where and what you want to study. To help you choose the course that’s right for you, we aim to bring to your attention all the important information you may need. Our What You Need to Know page offers detailed information on key areas including contact hours, assessment, optional modules, and additional costs. For research programmes this includes research fees and research support fees.
This module aims to introduce consumer learning, attitude formation and change, and the complex consumer decision making process, which are illustrated by examples from multiple sectors including retail and tourism.
Entrepreneurship is an essential skillset in the development of new and existing businesses, social enterprises and more broadly societies and their economies. Enterprise is defined as the application of creative ideas and innovations to practical situations, combining creativity, ideas development and problem solving with expression, communication and practical action. Entrepreneurship is the application of enterprise skills to creating and growing organisations in order to identify and build on opportunities, and applies to both individuals and groups (teams or organisations). This module can give students alternative perspectives on their career options and ultimately, the confidence to set up their own business or social enterprise.
An effective digital marketing strategy helps businesses make the right decisions to be successful online. By establishing the businesses current market position and value offering, a digital marketer uses data driven decision making to identify potential business opportunities and sets objectives to guide the planning process. The digital plan provides the foundation for all key online activities and the resources needed for its implementation. Only once the plan has been developed can all the digital touch points be managed in a coherent and coordinated way. This module lays the foundation for budding marketers to confidently plan and deliver a successful digital strategy. Using digital marketing strategy models, theories and concepts, students are introduced to frameworks that encourage logical decision making during the development of effective digital plans. This top-down approach to the digital marketing operation allows students to take a bird’s eye view of the complete digital marketing journey.
The growing popularity of ecommerce means businesses must learn digital marketing strategies to attract, convert and retain customers. Website design has never been so important to maintain customer attention and guide them through an engaging purchasing process. Although without a robust SEO strategy, even the very best websites selling the very best products and services become lost in the sea of search engine results. The omnichannel customer journey is now more diversified than ever before with multiple touchpoints and higher than ever customer expectations. To gain competitor advantage marketers need to navigate the constantly shifting landscape to maintain website relevancy and visibility. The growing popularity of ecommerce means businesses must learn digital marketing strategies to attract, convert and retain customers. Website design has never been so important to maintain customer attention and guide them through an engaging purchasing process. Although without a robust SEO strategy, even the very best websites selling the very best products and services become lost in the sea of search engine results. The omnichannel customer journey is now more diversified than ever before with multiple touchpoints and higher than ever customer expectations. To gain competitor advantage marketers need to navigate the constantly shifting landscape to maintain website relevancy and visibility.
This module is designed to provide students with a conceptual and theoretical background in leadership, and an opportunity to develop leadership competencies in themselves and others. It covers topics such as leadership style, followership, ethical and responsible leadership, gender and leadership, and cross-cultural leadership. Over the course of this module, students are able to gain an understanding and appreciation of the impact interpersonal skills have on leadership effectiveness. This module has an applied focus and requires students to reflect on and apply theories and techniques to their personal real-world context in order to enhance their leadership practice. The module is delivered through workshops and an activity-based residential trip, which allows students to practice and receive feedback on their leadership skills in an engaging environment outside of the traditional classroom setting. Please note: our ability to undertake an off-campus residential is dependent on government guidance at the time with regard to travel and social-distancing. An appropriate alternative experience will be provided in the event that the residential cannot take place.
The Professional Inquiry Project allows students to demonstrate their mastery of management within the field of their degree. It is an individual and independent project in which students can bring together and apply their learning from the programme to help to solve a chosen business problem or challenge, a real-world issue or a research topic. Although the foci and form of the final project are to be negotiated, the following are indicative of the potential formats students may choose: work-based project, client-based project; or other negotiated project such as the design of a new enterprise. Completing the Professional Inquiry Project gives students a unique opportunity to undertake an extended piece of personal research on a topic of their own choosing. By undertaking the project students will be demonstrating their ability to research and critically analyse and integrate complex information necessary in the world of contemporary management.
Social media marketing and digital advertising are pivotal components of a digital marketing strategy. Effective social media marketing can improve a business’s online presence increasing brand awareness, improving engagement, building brand loyalty and increasing online conversions. While digital advertising is the art of leveraging different mediums such as social media, search engines, mobile apps and websites, it is the strategies and tactics used to cut through the noise and gain attention from customers that becomes critical for success. This module explores social media and advertising theories, concepts and models to underpin strategic and tactical decision making. It provides a critical appraisal of popular social platforms, adblocking, mobile advertising, display advertising and PPC Advertising and the role of creative copywriting used to gain consumer visibility and promote engagement. Students are introduced to the creative techniques used to leverage social media and digital advertising to meet marketing objectives and support business growth.
† Some courses may offer optional modules. The availability of optional modules may vary from year to year and will be subject to minimum student numbers being achieved. This means that the availability of specific optional modules cannot be guaranteed. Optional module selection may also be affected by staff availability.
All modules are mapped to programme-level outcomes and a wide range of assessment activities are designed to be relevant, inclusive, and diverse. These will prioritise authentic real-world, live challenges, and experiential learning, fostering global mindsets and problem-solving skills, active learning, critical thinking, effective communication, and independence in learning. Assessment methods include face-to-face and online presentations, assignments, reports, reflective journals, and blogs/vlogs.
The assessment activities include measurement of student performance and retained learning, enabling compliance with AACSB’s Assurance of Learning. Formative assessment is embedded within all modules with the aim of providing students feedback on how to improve and develop further in the subject specialist area, to support them in becoming more self-directed and self-evaluative, capable of setting their own goals and overseeing their own progress.
The University of Lincoln's policy on assessment feedback aims to ensure that academics will return in-course assessments to students promptly – usually within 15 working days of the submission date.
Postgraduate study is an investment in yourself and your future, and it's important to understand the costs involved and the funding options available before you start. A full breakdown of the fees associated with this programme can be found on our course fees pages.
There are more ways than ever before to fund your postgraduate study, whether you want to do a taught or research course. For those wishing to undertake a Master's course, you can apply for a loan as a contribution towards the course and living costs. Loans are also available to those who wish to undertake doctoral study. The University offers a number of scholarships and funded studentships for those interested in postgraduate study. Learn how Master's and PhD loans, scholarships, and studentships can help you fund your studies on our Postgraduate Fees and Funding pages.
Applicants would be expected to have a minimum 2:2 honours degree in marketing, business, or management. Accredited prior learning (APL) with marketing experience also considered.
Applications from individuals with alternative UG study area degrees or from students with experience in the industry will be considered on an application by application bases, and interviews will be held where appropriate.
If you have studied outside of the UK, and are unsure whether your qualification meets the above requirements, please visit our country pages:
https://www.lincoln.ac.uk/home/studywithus/internationalstudents/entryrequirementsandyourcountry/ for information on equivalent qualifications.
Overseas students will be required to demonstrate English language proficiency equivalent to IELTS 6.0 overall, with a minimum of 5.5 in each element. For information regarding other English language qualifications we accept, please visit the English Requirements page:
If you do not meet the above IELTS requirements, you may be able to take part in one of our Pre-session English and Academic Study Skills courses.
These specialist courses are designed to help students meet the English language requirements for their intended programme of study.
At Lincoln, Covid-19 has encouraged us to review our practices and, as a result, to take the opportunity to find new ways to enhance the student experience. We have made changes to our teaching and learning approach and to our campus, to ensure that students and staff can enjoy a safe and positive learning experience. We will continue to follow Government guidance and work closely with the local Public Health experts as the situation progresses, and adapt our teaching and learning accordingly to keep our campus as safe as possible.
To apply for this course you will need to submit an application through our online application system:
Where possible, industry professionals will form an essential part of the delivery of the programme through the Digital Marketing Professional Skills Workshops.
Key industry research topics may include digital marketing strategies, digital retailing, AI-powered marketing, data analytics, influencer marketing, and social media.
As part of your global education at the Lincoln International Business School, we are offering students the opportunity to undertake funded international trips to exciting overseas destinations. Postgraduate students have the opportunity to travel to destinations in the UK, Europe, the USA, and the United Arab Emirates.
These field trips combine academic study with first-hand experiences of language, culture, and industry, allowing you to put theory into practice. We've designed themes specifically for postgraduate students that align with learning areas such as Industry (4.0), Financial Services, and Visitor Economy.
Find out more about our 100 funded field trip places for students.
Graduates with Master's level awards may progress to marketing roles in a variety of industries around the world. Specialist skills are highly valued by private and public sector organisations, as well as beneficial to those running their own enterprises. Some students choose to pursue careers in research or academia.
The University Careers and Employability Team offer qualified advisors who can work with you to provide tailored, individual support and careers advice during your time at the University. As a member of our alumni we also offer one-to-one support in the first year after completing your course, including access to events, vacancy information and website resources; with access to online vacancies and virtual and website resources for the following two years.
This service can include one-to-one coaching, CV advice and interview preparation to help you maximise your future opportunities. The service works closely with local, national and international employers, acting as a gateway to the business world.
Lincoln International Business School works with students and organisations to enhance the contribution of business to society. For students, that means developing their business skills and knowledge to improve their career readiness.
The University of Lincoln is a member of AACSB, a global nonprofit association connecting educators, students, and businesses to achieve a common goal: to create the next generation of great leaders. Find out more.
Find out more about how postgraduate study can help further your career, develop your knowledge, or even prepare you to start your own business at one of our postgraduate events.Find out More
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